As the influence of social media continues to proliferate, so does the volume of online consumer insights available to companies.
The ability to successfully filter, capture and analyze actionable data is extremely lucrative for data-driven organizations. According to a 2017 McKinsey study, organizations that leverage consumer behaviorial insights outperform their competitors by 85 percent in terms of sales growth and by more than 25 percent in total profits.
https://www.cmswire.com/customer-experience/the-customer-voice-bringing-value-to-online-data/
When consumers are not on Facebook, they are probably on Twitter, Instagram or LinkedIn. They are constantly online. This is the reality today and marketers have adjusted by jumping into the ‘digital transformation’ bandwagon to keep pace with their consumers at every stage of their journey.
https://www.martechadvisor.com/articles/web-contentexperience-management/are-consumer-insights-and-behavior-transforming-marketing-and-creativity/
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